CUSTOMER SUCCESS STORY Babbel E-LEARNING EDUCATION LANGUAGE Overview Based in Berlin, Germany, and founded in 2007, Babbel is the top-grossing language-learning app worldwide. Using an empirically-proven method that enhances language learning with advanced technology, Babbel has millions of active subscribers. Key takeaways • User feedback allowed Babbel to create personas Babbel wanted an easy way to identify and target to better understand its language learners, the users across multiple platforms, including its problems they face, and how to better serve highly-rated mobile and web apps. It needed to them. capture actionable data from its diverse user • Integrating user feedback helps Babbel prioritize base, which consists of users selecting from 14 languages across 7 different display languages key objectives and improve the customer (over 100 language combinations), to help teams experience within the product roadmap. make the right product decisions. • Faster validation on new features and products with quick turnaround on user feedback. After implementing The challenge Usabilla, it was the first Babbel transitioned to a customer-centric time we were able to get approach, in which product teams sought to implement changes based on understanding user a fully representative problems instead of relying on internal logic and team structure. Despite its best intentions to understanding of our incorporate user feedback, Babbel was unable to gather feedback from the right users. As a result, mobile app users, which teams tested solutions with users who did not represent their target audience. Teams were only are our core user base. able to run qualitative experiments, leaving them without quantitative validation of their proposed Kristina Kennedy solutions. UX Researcher, Babbel Industry: Education usabilla.com | [email protected] Website: babbel.com The solution Babbel searched for an easy to use and flexible tool that satisfied both the research team and tech team. Usabilla was the perfect solution because it offered the research team the ability to gather feedback from their core audience across multiple platforms. It also provided UX Researchers with rich data coming from the web, Android, and iOS apps. With the targeting abilities for campaigns, you can increase confidence within your teams that you’re talking to the right people. With Usabilla, we can make sure that we’re getting the most representative audience that we can. Rachel Lynch UX Researcher Lead, Babbel After implementing Usabilla, Babbel gathered survey responses from over 2,000 mobile learners. The feedback helped Babbel build a new segmentation model of its user base, which was presented to the whole company in the form of user personas. These personas are now routinely used throughout the company by a variety of teams, many with very different goals. Teams now develop solutions tied to validated user problems because they have a better understanding of who the users are, what problems they face, and their required needs. The Usabilla implementation also enabled Babbel’s product team to drastically decrease the time required to prioritize problem-solving solutions. Previously when tackling a problem, Babbel’s teams would consider various options and spent a full quarter working through a list of possible solutions. Now, teams can execute quantitative validation of multiple solutions with Usabilla within two weeks. This allowed more user-centric decisions to be made, and ultimately led to faster product improvements for Babbel’s language learners. Usabilla has helped Babbel to • Make informed decisions while building a Overall, Usabilla has helped Babbel improve its roadmap based on users’ actual needs. product development through the use of personas, • Deliver value to other groups beyond UX encourage other teams to incorporate user quickly, thanks to the richness of the incoming research, and to prioritize the product roadmap. data and smooth implementation. Up next, Babbel is committed to delivering the • Collect omnichannel feedback through the site product its users need. The company is developing and app to get a clear representation of the persona-specific questions to help identify entire customer base. particular users within the product and recruit them • Increase confidence across all teams, knowing for research. With this, Babbel can accurately target they are talking to the right customers by using campaigns to specific personas for richer data. Usabilla’s targeting feature for campaigns. • Monitor changes in customer satisfaction via NPS data collected on a rolling basis • Improve the speed of concept testing by over 10 weeks, all through quantitative validation using Usabilla. Industry: Education usabilla.com | [email protected] Website: babbel.com.